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Monthly Archives: July 2014

As Marketers, we’re bombarded with tonnes of information overload, resulting in potential Information Obesity. This same predicament is also shared by our customers, the very people we’re trying to reach!

Basic Statistics

Information Overload

In order to stand out from the crowd, we need to be able to create, collate and communicate the intended message to our audience’s mind.

The benefits of knowing how to evaluate great ads include:

The increased ability to create and deliver marketing messages that are well-suited to the audience’s taste

The increased ability to improve the quality of ads produced

The ability to achieve better ROI on your branding efforts

An increase in your company’s brand value, using a simple ad or a series of integrated ads

Great, memorable ads that actually boost sales

What makes an ad great?

The questions one should always bear in mind are:

What is the ad trying to say?

Always deliver one, consistent message throughout, with only one objective in mind – the product / service in the ad has to be the centrepiece of attention, after all

Who are they talking to?

The more specific the target audience, the better! Ads that speak to the heart are usually the ones that win hearts. But it also needs to address the issue faced by the audience

Why would the target audience listen? Why should they care?

The more concrete the idea behind the ad, the more resonance the audience has with the brand. After all, an ad is a medium to deliver solutions to the needs and wants of your audience.

Example of a great ad“How the Dumb Ways to Die Game Got People To Be Even Safer Around Trains”

The objective of the ad is to promote rail safety and to educate and remind people to appreciate their lives. Accidents and deaths on Melbourne’s train system had been on the rise for years, but public safety messages didn’t seem to be working, especially with young people. The authorities hence looked for another way to drive this message home, turning to entertainment and branded content to engage the target market. So, instead of placing multiple safety messages across the board, which were effectively useless, the public safety message was delivered in a sarcastic way by depicting multiple scenarios of some of the dumbest ways to die. Results:

It convinced 1 million young people to pledge to be safer around trains, which resulted in a 21% reduction in accidents and deaths.

It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks, the video had been viewed 28 million times. As of June 2014 the video has had over 81 million views.

Dumb Ways to Die – Metro Trains Australia Results

“How the Dumb Ways to Die Game Got People To Be Even Safer Around Trains”

What distinguishes an ad from the rest? What makes some ads great, and others, just plain forgettable?

As Marketers, we’re bombarded with tonnes of information overload, resulting in potential Information Obesity. This same predicament is also shared by our customers, the very people we’re trying to reach!

Basic Stats

Information Overload

In order to stand out from the crowd, we need to be able to create, collate and communicate the intended message to our audience’s mind.

The benefits of knowing how to evaluate great ads include:

The increased ability to create and deliver marketing messages that are well-suited to the audience’s taste

The increased ability to improve the quality of ads produced

The ability to achieve better ROI on your branding efforts

An increase in your company’s brand value, using a simple ad or a series of integrated ads

Great, memorable ads that actually boost sales

What makes an ad great?

The questions one should always bear in mind are:

What is the ad trying to say?

Always deliver one, consistent message throughout, with only one objective in mind – the product / service in the ad has to be the centrepiece of attention, after all

Who are they talking to?

The more specific the target audience, the better! Ads that speak to the heart are usually the ones that win hearts. But it also needs to address the issue faced by the audience

Why would the target audience listen? Why should they care?

The more concrete the idea behind the ad, the more resonance the audience has with the brand. After all, an ad is a medium to deliver solutions to the needs and wants of your audience.

Example of a great ad

“How the Dumb Ways to Die Game Got People To Be Even Safer Around Trains”

The objective of the ad is to promote rail safety and to educate and remind people to appreciate their lives. Accidents and deaths on Melbourne’s train system had been on the rise for years, but public safety messages didn’t seem to be working, especially with young people. The authorities hence looked for another way to drive this message home, turning to entertainment and branded content to engage the target market.

So, instead of placing multiple safety messages across the board, which were effectively useless, the public safety message was delivered in a sarcastic way by depicting multiple scenarios of some of the dumbest ways to die. Results:

It convinced 1 million young people to pledge to be safer around trains, which resulted in a 21% reduction in accidents and deaths.

It was viewed 2.5 million times within 48 hours and 4.7 million times within 72 hours. Within two weeks, the video had been viewed 28 million times. As of June 2014 the video has had over 81 million views.

At LINs.AD, we specialize in 360o advertising, marketing and branding solutions. So contact us at 03-9221 3388 (ask for Mickie, Shirly or Bernard), drop us an email at linsweb@linsad.com.my or visit www.linsad.com.my

Established in 1987 in Kuala Lumpur, MHF (Puchong) Retail Sdn Bhd (“MHF”) is a Malaysian pioneer offering customers an all-inclusive furniture shopping experience literally under one roof, in an enormous display house. In yet another exquisite offering to clients and customers, MHF recently launched its first retail concept store for the Stanzo Collection of residential and office furnishing.

“Stanzo” or “Stanza” is an Italian term, which literally means “rooms”. MHC’s Stanzo Collection concept store currently houses two tasteful brands, elegantly names “Songdream” and “Prostoria” that offer the best of East and West.

“We chose “Stanzo” because its translation as “rooms” in English very aptly befits the property showroom style we seek to adopt for our Stanzo Collection concept store. To highlight the showroom concept, furniture featured in our store will be displayed according to varying room concepts to allow customers to better visualize their individual designs. Each room’s setup will feature complementing furniture and fittings to replicate an actual residential or workplace setup,” said Ken Low, Group Managing Director of MHF and the Stanzo Collection.

Croatia and hence Western-based “Prostoria” meanwhile bases its design along clean lines working in tandem with different shades of calm palettes, accentuated by bright shades such as passionate red and lively green. With a versatile collection of wood, steel and fabric furniture and furnishings, it is unsurprising the “Prostoria’s” multifunctional sofa model “Uplift” recently won the German Design Council’s prestigious Interior Innovation Award.

The Stanzo Collection is aimed at discerning, affluent home owners who are passionate about designing their home interiors by themselves.

Gracing the event was popular MyFM DJ, Mei Yan, with a press conference with Mr. Low concluding the pleasantries.

LINs.AD and LINs Comm congratulate MHF (Puchong) Retail Sdn Bhd on the successful launching of their Stanzo Collection! We’re proud to be your agency and event management professionals of choice!

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Gunn Report 2013

Honouring the best agencies globally

The Gunn Report, created in 1999, is based on a simple idea. It combines the winners’ lists from all of the world’s most important award contests, thereby establishing the annual worldwide league tables for the Advertising industry. Put simply, it’s pretty much ad industry’s “Oscars”!

Gunn Report 2013

The Most Awarded Commercials in The World in 20131st

Metro Trains • Dumb Ways to Die (McCann Melbourne) triumphs in the Film table and also takes first place in Digital, second place in All Gunns Blazing and third equal place in Print. The most awarded campaign in the history of The Gunn Report.2nd

Award winning advertisement and campaigns are built on the foundation of understanding customers, gaining insights of their problems and offering solutions. Other than reach, these advertisement focuses on impact that it does to the community.

Talk to us to bring new life and new direction to your upcoming marketing campaign!

In tandem with its CSR program, LINs.ADians visited the Selangor Cheshire Home to spread some cheer to its elderly and disabled residents. The LINs.AD delegation, led by Account Servicing Director, Bernard Lim, was greeted by patron Datin Paduka Khatijah Sulieman upon arrival.

Both Bernard and LINs.AD HR Manager, Sue Taralasingam, addressed residents briefly upon arrival, before proceeding to distribute gifts of all sorts – including groceries, cash donations and art materials – aided by their fellow LINs.ADians. Many of the patrons are gifted artists, and the art materials were very well-received, indeed.

It was then “makan” (meal) time, and everyone partook feistily in the feast of the “nasi briyani”, with LINs.ADians taking the time to reach out and bond with the Home’s residents.

Datin Paduka Khatijah Sulieman then took everyone on a tour of the Home, with its modern facilities and amenities, all of which were most impressive indeed. All in all, it was truly a refreshing field-outing for everyone concerned, and we would like to take this opportunity to wish the residents of Cheshire Home Selangor well.

Look out for more LINs.AD CSR activities, headed your way!

If there are any charitable organizations seeking sponsors or contributions from companies with similar CSR programs, just add us as a “Friend” on and PM us there. We’ll get back to you, soon.

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SMEs/SMIs form the backbone of the Malaysian economy, contributing some 70% to our GDP. But we have yet to reach the stage where we’re capable of producing globally-recognized brands. And this is mostly due to local SMEs/SMIs lacking proper understanding of branding and its many benefits. Right now, there’s simply too much pre-occupation with short-term profits and a lack of a long-term view and investment, where branding is concerned.

What’s in a brand?

Is `branding’ just a matter of advertising, designing slogans and logos, and coining catchy names? Yes, these are important if you want your customers to remember you, but what are the values you want them to associate with your brand? A brand is holistic, as in it requires time and experience for your customers to know you, and more important, build a `relationship’ with your brand. Put simply, to build your brand, you’ve to build an emotional relationship with your prospects and target audience. If you can achieve this, you will succeed in encouraging return customers, thanks to the loyalty fostered through their emotional connection with your brand!

Why’s it necessary to brand?

Competitors can copy your technology, products, services, systems or processes. The only one thing they can’t copy is your brand image. That’s because your brand image is YOU, the very DNA of your company! A successful branding exercise hence involves the building of an image so powerful and lasting that no competitor can replicate it. It won’t be easy, but the rewards more than make up for the effort. For one, a powerful brand has the power to ride out tough times (think `Apple’). Another reward is that a strong brand transcends countries and industries, and will definitely have it easier gaining access to new markets.

Expense or intangible asset?

Brand successfully, and you will even get to charge premium prices that your customers will happily pay up for, thanks to their `emotional connection’ to your brand! It’s OK to think `short-term’ (money-out), but unless you wish to terminate your company’s going-concern within the foreseeable future, it’d be equally wise to think `long-term’ (money-out now, money-in later). Brands are strategic intangible assets. If we take a look at brand value and market capitalization, between 50% and 72% of the stock exchange’s worth is represented by intangible assets, with a large number of these assuming the form of brands. The bottom-line is simple: A strongly-branded company is able to withstand bust periods better, and better positioned to rise in boom periods.

It’s never too late!

We’ll be very brief with our conclusion. No, it’s not impossible for you to brand yourself, no matter how small your budget may be. And yes, the key to a successful branding exercise is consistency – you need to send out consistent messages about how you want to be perceived. `Branding’ is not just some vague catchphrase; it’s something you can do, and something you need to do. And yes, we at LINs.AD can and will take you through the steps, as your advertising, marketing and branding solutions partner!